A Raksha Bandhan advertisement, featuring Bollywood actress Kriti Sanon, was taken down from social media on Wednesday after it faced sharp backlash online over her outfit and the campaign’s portrayal of tying a rakhi to a pet.

Sanon, who had recently been roped in as a brand ambassador for the modern jewellery label, featured in the ad celebrating Rakhi with her brother and a pet dog. The campaign promoted the brand’s latest pet collection, including a rakhi designed for pets.

However, Sanon’s contemporary ethnic outfit emerged as a major point of contention on social media. The controversy went up a notch on Tuesday, following which the jewellery brand announced that the ad had been removed from all media platforms.

Jewellery brand issues explanation

The brand which released the ad issued an explanation on Wednesday, saying it had the ‘highest regard and deep respect’ for Indian culture, festivals and traditions.

It also clarified the campaign’s intent, saying its objective was to extend the love and celebration associated with Rakshabandhan to pets, which many families consider part of their households.

The post read, “If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all,” adding that it had withdrawn the advertisement from all media ‘out of respect.’

The decision comes almost a day after Sanon responded to the criticism directed at her over the campaign.

Why did Kriti Sanon draw flak?

In the advertisement, Sanon is seen celebrating Rakshabandhan with her brother and their pet dog. As part of the campaign for the brand’s pet collection, she ties a Rakhi to the dog and then ties another Rakhi to her brother.

The actor dons a bralette-style choli paired with a sheer white ethnic shrug and a skirt. The choice of her outfit drew flak from sections of social media, and some users questioned whether the apparel was appropriate for the traditional festival.

The campaign’s decision to include a pet during the ritual also became part of the wider online debate.

Kriti hits back at critics

Responding to the criticism via her Instagram stories on Tuesday, Sanon defended her stance, including her choice of attire, and offered her interpretation of the festival.

She wrote, “The essence of festivals is not in the clothes you wear, it is in the emotions and meaning you hold for the traditions.”

Furthermore, she said she viewed the festival as a ‘bond of protection’, explaining that she and her sister tie rakhi to each other and pray for each other’s health, happiness and long life. She added that the same prayers and affection extend to their pet dogs because ‘they are family.’

She then questioned the scrutiny faced by females over their clothing, writing, “Culture & Traditions are in her heart, not in her neckline!” Meanwhile, her younger sister, Nupur Sanon, also defended her amid the backlash.